Wooftopia Connect Share Adopt

By: Sayam Sancheti

2021AAPS0017G

Hey, I’m in my third year ECE and an aspiring product manager.

This is my first case study so I hope you enjoy going though it
 Overview

Overview Competitors
India has a large population of 35 million street dogs, with most
living difficult lives on the streets. While there's a growing
movement to adopt these "indie" dogs, a lack of awareness and
information hinders people's ability to choose the right one for their
lifestyle. This often leads them to adopt foreign breeds from pet
stores instead.

Numbers
• 35 million: Estimated number of street dogs in India.
• 17%: Increase in street dog population since 2016.
• 300,000+: Number of street dogs in Bangalore alone
 Overview User

Target Users and customers User Persona (reasons for this persona - 34% of dog owners fall between the
ages of 35-44. 64% of dog owners are married)

• Animal shelters • Age: 37

• Occupation: High level at MNC
• People who want to adopt
• Location: Bangalore
• New pet owners
• Living situation: Large apartment
• Existing pet owners who want to give for • Status: Married, 2 kids (under 10)
adoption • No prior dog ownership
• Dog enthusiasts

Goals: adopt a dog but feels overwhelmed by the adoption process, furry
companion who is active and enjoys walks, but also calm enough for apartment
User benefits living, wants to save a life and teach his kids, seeks information about
responsible dog ownership, training, and specific needs of indie dogs.
• Adoption of dogs shows a significant increase in
customer happiness. Challenges: Lack of readily available information about indie dogs, unfamiliarity
• Help finding homes for indie dogs and saving with the adoption process, concerns about matching the right dog with her
lives. lifestyle, commitment level, hesitation due to potential challenges of being a
• A companion for life first-time dog owner. How to so socialize with other dog owners.
• Unconditional love .
 Overview User Problems

Problems through the User Journey Pain points

Pre-Adoption: • Users worry about potential health issues like

• Negative impression of “street dogs” parasites, infections, or injuries that street dogs
• Lack of proper information and awareness of indie dogs may have, leading to uncertainty about the
• Lack of support network financial commitment required for addressing
• Confusion for how and where to adopt these concerns.

•• Users
First-time users,about
worry especially those considering
potential health
adopting an indie dog, feel overwhelmed due to
Adoption: issues
the lack like parasites,
of a support infections,
network or
to guide them
• Lack of proper information about the specific dog injuries that street dogs may have,
• Users face difficulty in finding suitable dogs for
• Confusing process of adoption and legal work leading to uncertainty
adoption due to the absence about thesearch
of specified
• Lack of quality pictures or videos for online adpotion criteria suchcommitment
as age, gender, size, and suitability
• Unsure how to pick which one is perfect financial required for
for apartment living, leading to frustration and
addressing
wasted time. these concerns.

Post-Adoption: • Users find it challenging to make a connection

• Lack of resources on training, diet with the dog without proper pictures and videos,
• Lack of information on diseases, healthcare and vet resulting in a lack of understanding of the dog's
• Unsure how to connect to other dog owners appearance, behaviour, and personality
• Lack of affordable trainers and dog-walkers
 Overview User Problems Solutions

Ideating : We can start the ideation phase by using the ‘How Might We’ method
Organize meet ups with Setting up play dates for Existing pet owners can
Asking shelters to put
dog professions dogs (socializing) post dogs for adoption.
pictures on the app

How might we provide more information How might we provide better care for the How might we provide homes for indie
to help adopters adopters and their pets dogs?

Single page linked to Posting specific questions Post pictures of dogs who
multiple informative More information and General discussion on
related topics with picture - anyone seem fit for adoption from
pages with a search bar pics on the specific dog
can answer anywhere.

Solution prioritization : We can filter the solutions brainstormed so far by Impact Vs Effort method
Solution Impact Effort Score Solution Impact Effort Score
Meet ups Medium High P3 Discussions Medium Low P2

Search bar High Low P1 Posting Qs High Low P1

Existing pet Low Medium P2
Pictures High Medium P2
Shelters Medium High P3
Play dates Low High
Solutions marked in red will not be implemented due to high effort, low impact
Anywhere High Low P1
 Overview User Problems Solutions

Wireframe
Menu to filter out
which posts the
user wants to see Can search to find
Posts can be of three specific information
types – text and picture,
only text and only picture

Information page
contains a lot of text
Has general information

People can
like, comment Navbar has 5 screens –
or send posts Home, Find, Info, Post
and profile

Home page: Users can scroll through a community-based feed related to dogs. They can customize their feed based on – general, help or
adoption. Users can like and comment on each post.
Information page: This page contains only information ranging from recent pro-indie dog movements to which breeds are more intelligent
to how to train dogs. The user can search to find any specific information they want.
 Overview User Problems Solutions

Wireframe continued
Dropdown Options instead of Save for later, gets
options will be entering – easier for Detailed information added to your list of
given for each finding match about the dog – saved
criteria
Specs, health, living
preference, diet and
description

Submit button at the

end Swipe down for more
matches
Get in contact with
the owner/ person
who posted

Features: Users can select from a range of options for each category – Age, size, gender, living condition, breed, weight, neutered. Options
rather than entering manually is easier for both the user and for getting a match.
At the match page, there’ll be an option to save if the user wants to come back later. Swiping will allow the user to get in contact with the
owner/ the person who posted.
 Overview User Problems Solutions

Wireframe continued

Add pictures/videos,
Add minimum 2, max 10 (at
pictures/videos least 1 video)

Add comments or More fields to enter - better

text messages description provided

Post button at the

end, only after all
criteria entered
Secondary Navbar after
clicking on post, for –
general and adoption

Features: Users can choose between two kinds of posting – for adoption or for general.
For adoption - the user must enter all the criteria (dash if unknown), more the criteria better the post will be recommended to others for
adoption. For general - the user can enter anything related to dogs – specific questions, help, meet ups or even memes. This will help keep
the app active.
 Overview User Problems
How can we gather awareness for the product?
Social media: Create engaging content on platforms like Instagram
and Facebook that showcase –
• Adopted Indies
• Success stories
• Share informative dog care tips
Partner with animal shelters and influencers to reach their
followers.
Collaborations: Partner with animal shelters, adoption drives, and
dog-related businesses to promote your app.
Cross-promote on their websites and social media channels.
Partnerships: With vets and trainers to offer expert advice and tips
through blog posts, videos, or live Q&A sessions.
Solutions Strategy
Key Performance Indicators
Adoption Rate: We can track the number of successful dog
adoptions that have been facilitated through the app.
Posting Activity: Measure the number of adoption posts,
general posts, comments, and likes to track user engagement
and content relevance. We can monitor the frequency and
diversity of posts on your app's community feed.
Conversion Rate: Measure the percentage of app visitors
who complete desired actions, such as creating a profile,
posting a dog for adoption, or contacting an owner.
Retention Rate: We can track the percentage of users who
return to the app over time. Analyse and identify factors
influencing user retention, such as app features and content
quality.
Overview User Problems Solutions Strategy Thank you

Thank
you